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Tom Reilly Training Home of Value-Added Selling and Coaching for Sales Success |
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TO GET
YOUR PRICE, CHANGE THE CONVERSATION Getting your price is a function of changing the nature of the conversation with buyers that fundamentally want to talk price. Sounds paradoxical, doesn't it? When price dominates the discussion, buyers are thinking short term. They are focused narrowly on what they are giving up to get what they want and need. Your immediate task is to acknowledge their concerns and re-direct the conversation to value, which is a back-end issue. Price is what they pay; value is what they get. Change the conversation from price to value and from short-term to long-term. Tell your customer: "If your only concern is a cheap price, I will lose that battle because there is always someone who can sell more cheaply and deliver less value. If your primary concern is value, I will always win that battle because of what we do for you over the long haul." This is when you must demonstrate your long-term value. Change the buyer's time horizon from short term to long term. Ask this question before price ever becomes an issue: "If we were to fast forward 12-18 months from now and you were to look back at this purchase and say we made a great decision to go with this solution, on what criteria would you make this assessment?" Get the buyer to focus on your back-end value. Crushing price objections is a function of the conversation you have with the customer about your value. If you let price dominate the conversation, you will lose to a low-price competitor. If you talk value and your solution is better than the competition, you will win more than you lose.
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